Travel-inspired outdoor clothing brand, Gandys, needed to understand their customers better, both for current and future ranges, in order to focus their marketing efforts where it would have the most impact.
I led qualitative and quantitative research to uncover what customer loyalty drivers and pain points. Then I developed their customer segmentation, market sizing and customer personas.
Through workshops and presentations, we uncovered key marketing priniples and practical recommendations for how to engage each target persona.
The project gave Gandys clarity on who their customers are, how they shop and what they care about. We developed clear messaging frameworks, channel recommendations and activation principles.
